News (Noticias) Tagged ‘Cheskin’

To support continued growth, innovation consulting firm Cheskin Added Value has recently hired Alfredo Ortiz as a vice president. He will be responsible for furthering Cheskin’s reach into consumer goods and services while supporting the Company’s consulting offering.

“Alfredo’s outstanding background in developing branding and marketing strategy for clients and companies such as Kraft Foods, Nestle, PepsiCo, Georgia-Pacific, Blue Cross Blue Shield, and Kellogg’s, will be a great benefit to our business,” said Cheskin CEO Darrel Rhea. “And his expertise in multicultural and Hispanic markets will also nicely complement our leadership position in this area.”

Previous to Cheskin, Ortiz was managing principal at Zyman Group, selling and guiding brand management, marketing, strategic planning and research, while leading the firm’s multicultural marketing practice. Prior to Zyman, Ortiz was president and founder of Grupo Mas, a boutique consultancy headquartered in Atlanta and specializing in business strategy development targeting the U.S. Hispanic market.

Over the course of his career, Ortiz has directed multicultural efforts for the $3 billion consumer products division of Georgia-Pacific, led a key new product initiative and managed the $1 billion natural cheese retail business for Kraft Foods. He also worked in the Corporate Strategy groups at Nestle USA and PepsiCo.

Ortiz will be based in Atlanta, GA and will be aligned closely with Cheskin’s New York Office.

About Cheskin Added Value

Cheskin Added Value is a consulting firm that guides innovation through its deep understanding of people, cultures and change. Grounded in research, design and business analysis, Cheskin helps companies identify new markets, develop new products and services, and enhance brand experience. Clients include leading global brands and many of the Fortune 500, from technology and finance to consumer goods and professional services.

With a diverse multicultural staff and global network, the Company is highly regarded for an ability to uncover the meaningful experiences that create competitive advantage in the U.S. and internationally. Cheskin is part of Added Value Group (www.added-value.com) — a global brand development and marketing insight company with 25 locations in 15 countries. Additional information at

Consorte Media, the leading provider of online marketing solutions targeting the Hispanic market, today announced that Consorte CEO Alicia Morga will speak at the upcoming MultiCultural Media Expo, the nation’s largest multicultural marketing event to be held at the Los Angeles Convention Center March 11-12, 2008.

Morga will speak on a panel entitled “Dynamic Media Landscape - Clients and Media Respond to Demand for Digital”, which will take place on March 11 from 3:50 to 5:00 pm. The highly informative panel will also include the following panelists: Benjamin Chen, Chairman and CTO, Mochila; Jose Villa, Founder & President, Sensis Agency; Don Moore, Google; and Jose Marquez, Director, Mun2 Digital.

The third-annual 2008 MultiCultural Media Expo will welcome hundreds of multicultural marketing experts and cover a wide range of subjects relating to multicultural media and marketing. Agenda topics include: allocating multicultural marketing budgets; emerging research; mobile marketing; sports marketing; family-friendly content and brands; radio as a vehicle to reach multicultural audiences; digital media; social networks; and separate 101 sessions on multicultural marketing.

The Expo also will include an exhibit floor featuring companies and solutions that address multicultural marketing needs. This year’s confirmed speakers, exhibitors, partners and sponsors include multicultural specialists from Admixture, AEG, Arbitron, Briabe Media, Captura Group, Cheskin, Chinese Biz News, Clear Channel Katz Advantage, Comcast, Community Connect, Conexion 360, Consorte Media, cruz/kravetz: IDEAS, E. Morris Communications, Ethnic Print Media Group, ethos ege, FedEx, Google, Gospel Music Channel, Grapevine Star Entertainment, Hispanic Trending, Hot Studio, Hyundai Motors, Latin3, Latino Print Network, Latin Vison, Los Kitos, Luminacion, MakeItFlashy.com, Mun2, NAMIC, New American Dimensions, Plural & Partners, PR Newswire, Radio Wave Marketing, RC Fontis, Schramm Sports & Entertainment, Sensis Agency, Sí TV, Terra, Tierra Natal, Tyloon, Vibes Media and Wal-Mart.”*

*From: http://www.prweb.com
Traducido: usando Google o Altavista/Babel Fish

Often people may think that conducting marketing research in Latin America is the same as doing research with Hispanics in the U.S., but after experiencing both, I can say that the greatest similarity is the Spanish language that I use to moderate the groups. However, even this is not always true because with English Dominant Hispanics in the U.S. I have to moderate in English, or with Bicultural Hispanics I often have to switch from Spanish to English during the focus group or interview. Nevertheless, it has been interesting to have both experiences and for that reason I decided to share my thoughts, as there is much that can be learned by comparing and contrasting both experiences.”*

*From: http://www.cheskin.com
Traducido: usando Google o Altavista/Babel Fish

Innovation consulting firm Cheskin has just launched its new podcast series, Fresh Perspectives, with The Inverted Triangle Dilemma, an in-depth expert panel discussion of communication differences between mainstream North America and Latin America and how this impacts business communications and U.S. Hispanic marketing and market research.

The lively podcast discussion is led by Miguel Gomez Winebrenner, senior Hispanic market consultant at Cheskin and author of the article Inverted Triangle Dilemma: How to Maximize Communications Between North and South. Panelists include experts from iLatina+Verswyvel Advertising, Kimberly Clark and Visa. The podcast can be downloaded from the Cheskin website at www.cheskin.com/view_articles.php?id=31 and is also available on iTunes.

Inverted Triangle Workshop

Tied into the podcast and article theme, the company is offering a new half-day workshop which teaches companies how to become more effective in developing persuasive communications in business and marketing for both cultures. Workshop participants learn:

– How to improve business communications between the U.S. and Latin America. — How this knowledge can be used to more effectively market to Hispanic consumers in the U.S. — How to present persuasive arguments for both cultures and improve overall effectiveness.

“Globalization combined with the opportunities that the Hispanic market in the U.S. brings mandates that we communicate effectively and with relevance. Ignoring subtle, but important differences in argumentative style can tune out an audience before you have had a chance to make your point,” explains Miguel Gomez Winebrenner. “Mastering the language is only the first step.”

Miguel Gomez Winebrenner is available to provide more information on The Inverted Triangle Dilemma, Cheskin’s new workshop and Cheskin’s Hispanic practice. He may be contacted at

“A podcast interview with Miguel Gomez Winebrenner, senior consultant, Cheskin is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Miguel discusses his chapter on segmentation by level of acculturation from the Hispanic Marketing & Public Relations book with Elena del Valle, host of the HispanicMPR.com podcast.

Miguel consults with companies to assess market opportunities, help design ways in which to enhance customer experience, and guide innovation in a way that is meaningful to consumers. After graduating with Honors in Economics from the University of Iowa, he worked for Yankelovich in Latin America, where he contributed to multi-phase research projects.”

“According to Yankelovich’s 2007/2008 MONITOR Multicultural Marketing Study, made public today, African American and Hispanic customers are almost twice as likely to “enjoy looking at or listening” to advertising than their peers, but most find current messaging is not relevant.. The study shows that only 25% of African American. Hispanic and Non-Hispanic White consumers feel that today’s marketing is both personally and culturally relevant to their lives. To make brands more attractive to a multicultural audience, brand managers need to implement integrated marketing strategies which address life-stage and personal interests in addition to cultural values.

“Multicultural marketing needs to become more multi-dimensional,” notes Sonya Suarez-Hammond, Vice President of Multicultural Marketing Insights at Yankelovich. “Of course, not every advertising spot or print ad needs to reach a Hispanic or African American consumer on all three dimensions of relevance. “But, an overall campaign should. The more integrated and relevant the messaging, the stronger the overall brand connection will be.”

According to the study, ethnic consumers are considerably more receptive to marketing and advertising messages than their peers. Roughly six in ten (60%) African Americans and Hispanics (59%) indicate that they “enjoy looking at or listening to advertising,” compared with 30% of Non-Hispanic Whites.

The study was developed in collaboration with Burrell Communications, one of the nation’s leading agencies specializing in African American and urban markets, and Dr. Felipe Korzenny, professor and director of the Center for Hispanic Marketing Communication at Florida State University. Since 2003, the study has been the first of its kind to examine ethnic consumer behaviors and attitudes and offer comparative and contrasting views of the African American, U.S. Hispanic and Non-Hispanic White markets.

The study stresses that ethnic consumers are less homogenous as a group than marketers often assume. There are many important sub-segments. In the Hispanic market for example these would include Bicultural Hispanics who are navigating between two cultures and Spanish-Oriented High Cultural Affinity consumers who are less acculturated and more likely to have stronger ties to traditional cultural values such as collectivism and group decision making. Whereas 79% of respondents in the Spanish-Oriented High Cultural Affinity segment say “I am unwavering in my commitment to my extended family,” for example, only 44% of Bicultural Hispanics feel the same sense of responsibility to extended family members.

“Ethnic consumers have very distinct preferences and respond to different emotional hot buttons,” said Suarez-Hammond. “Therefore marketers must refine their messaging to avoid generalization and highlight brand relevance and authenticity.”

Cultural Pinpointing

Cultural pinpointing is about marketing to ethnic consumers in an authentic way, with messaging meant exclusively for them. Cultural pinpointing helps marketers protect the quality of their dialogue with African American and Hispanic consumers. The need to consider cultural pinpointing in developing a multicultural marketing strategy comes from the fact that more and more we are seeing the borrowing of ethnic market cultural elements as a way of staying on top of trends, influencing lifestyle behavior and fashionably engaging the general population. Too much borrowing of ethnic cultural elements or icons for crossover appeal dilutes authenticity with ethnic consumers.

With four out of ten Non-Hispanic Whites agreeing that African Americans and Hispanics influence everyone’s lifestyle, it’s not surprising that marketers are using African American and Hispanic icons and cultural elements to reach broader audiences.

“The commercialization of culture is a difficult line to navigate,” said Suarez-Hammond. “Marketers must recognize that the more cross-cultural appeal a cultural element has, the less authentically and exclusively African American or Hispanic it becomes.”

Hip-hop music is a good case-in-point. When African American respondents were asked about aspects of their culture and traditions they feel are the most important to preserve, “Music/Songs” was cited second most frequently, right behind “History.” As different types of African American music/songs become increasingly borrowed by the general population, they may become less effective as a means of connecting directly with African American consumers. So in this example mainstream hip-hop artists that are known to general audiences would not be considered as authentic as using more “underground” artists known exclusively by African American audiences.

Getting To the Heart of the Matter

Awareness of what is and isn’t healthy is greater than ever before for the African American and Hispanic communities. And, with increased awareness levels comes a greater need for health- and wellness-oriented messaging that offers specificity, action steps and guidance.

* 63% of Hispanics and 60% of African Americans cite “the health of other
family members” as a major stressor, compared to 51% of Non-Hispanic
Whites.
* Nutrition is a key concern. 91% of Hispanic Moms and 80% of African
American Moms, versus 67% of Non-Hispanic White Moms agree, “I put a
lot of care and emotion into my cooking.” This is important because
recognizing “food as love” becomes a healthcare barrier for ethnic
consumers.
* In response to “why I want to eat healthily, sounds exactly like me”,
61% of Hispanics and 57% of African Americans cited “to avoid
diabetes”, compared with 39% of Non-Hispanic Whites.

“Healthcare and pharmaceutical companies need to move beyond base-line awareness.” said Suarez-Hammond, “The positive healthcare awareness messages are working, but there’s still a disconnect. Marketers need to offer ethnic groups more next steps and how-to guides as necessary tools in order to begin affecting behavior change.”

About the Yankelovich Study

Data collection of it’s largest sample sizes to date, with over 1,500 African American, 1,200 U.S. Hispanic and 1,100 Non-Hispanic White consumers ages 16+, was conducted via a two-phase process between March and April 2007. The first phase consisted of a 30-minute telephone interview during which participants were asked general attitude, demographic and ethnic-specific questions in the language of their choice. The second phase consisted of a 60 to 90-minute self-administered survey via mail or Internet, in which participants were asked general and industry-specific attitudinal and behavioral questions on a variety of topics, also in the language of their choice. Respondents were allowed to choose for themselves whether to complete phase two online or via the mail.

In its fourth year, the now annual Yankelovich MONITOR Multicultural Marketing Study brings the rich history of past African American and Hispanic MONITORs, originally developed on a bi-annual basis since the mid-eighties. Since 1971, The Yankelovich MONITOR® study has gathered and trended the values, motivations and attitudes that shape consumers’ buying decisions and interactions in the marketplace.

About Yankelovich, Inc.

Yankelovich delivers measurable breakthroughs in marketing productivity for its clients. For more than 30 years, The Yankelovich MONITOR® has tracked and forecasted consumer value and lifestyle trends. Our Insights Integration(SM) solutions directly link our key research findings on why people buy to databases of customers and prospects. The Segmentation Company (TSC) is a full-service custom research and consulting firm that helps clients precisely target their customers through segmentation and brand equity and positioning work. Yankelovich and TSC are headquartered in Chapel Hill, NC.

About Our Partners

Burrell Communications is one of the nation’s leading agencies specializing in African American and young, urban markets. Based in Chicago with an office in Atlanta, Burrell is a full-service agency providing comprehensive advertising, public relations, engagement marketing and consumer promotions.

With close to $200 million in annual billings, Burrell is especially recognized for its Yurban® marketing. This is a concept formulated by the agency to create marketing messages for the youth-oriented, urban market where every new trend from speech to music to fashion to food originates. In 2006, the American Advertising Federation (AAF) awarded Burrell Communications with the prestigious Mosaic Agency of the Year for its Verizon “realize” campaign. In 2005, Burrell was named the Ad Age Multicultural Agency of the Year.

Dr. Felipe Korzenny, PH. D

Dr. Felipe Korzenny is a professor of advertising and integrated marketing communication at Florida State University (FSU) and is the founder and director of the Center for Hispanic Marketing Communication. A social scientist by training, Dr. Korzenny is well-known in the industry for the consumer-experience insights he has helped generate to position successful products in the U.S. Hispanic market and in Latin America.

Before joining FSU, Dr. Korzenny was a principal with Cheskin, a firm he co-founded. Previously, he was a pioneer in the Hispanic market research and consulting field with Hispanic & Asian Marketing Communication Research, another company he founded. Dr. Korzenny has a critical academic perspective combined with a strong business practice.”

“I decided to write this as a result of a conversation I had with a client of mine who, like many others I’ve talked to, was growing desperate and impatient with a colleague of hers in Latin America. As most multinational corporations do, her company has offices in just about every Latin American country and dealings between U.S. workers and local, in-country workers is something that happens frequently. These dealings are usually far from smooth. Americans complain that Latin Americans just go around in circles when asked a direct question- “I just get spin from them, no answers” my client said. Conversely, Latin Americans complain that Americans are too succinct, too impersonal, and too impatient.”

“Hola! Romance readers. Now you can try a little salsa with your romance fiction! MyRomanceStory.com, the premier online romance graphic novella site, is launching a Spanish section of its site in time for hot days and sultry nights. The new section is called Queridamia.com, and will feature novellas and lifestyle columns.

The totally illustrated romance stories in vibrant color have captivated millions of readers worldwide. “Spanish language adaptations have long been planned,” says managing editor, Tom King. “We just thought this was the right time to release them.”

Given the strong demographics of Spanish-speaking romance readers not only in the U.S. but in Latin America and Spain, the launch is another step in Arrow Publications’ plan to expand MyRomanceStory.com’s offerings worldwide.

“It goes to the universal appeal of the product that our authors and illustrators come from all over the world,” says CEO, Patricia White. “They bring a certain sophistication to our novellas that is evidently appreciated by the positive survey responses we get.”

Along with the Spanish novellas, Queridamia.com will offer popular lifestyle columns, such as “Discover Your Romance Signs” (Descrubra sus Signos Romanticos) and “Ask Dr. Charmaine (Preguntale a la Dra. Charmaine). Original Spanish offerings are also planned.

El Partido Del Amor (Love Match), the first release, will be presented in multiple parts much like the popular novellas on Latin TV. Other stories will run in continuing segments each day.

“The Latin countries have always had a strong history of illustrated romance novellas,” says White. “Now we are offering them online, in color and in some cases with original music. A total romantic experience.”

According to Cheskin Research, a U.S. market research firm, 42% of U.S. Hispanic household have a computer, and it is estimated that 48% of Hispanics with Internet access bought a book or magazine online at least once a three- month period. According to Romance Writers of America, the romance market accounted for $1.4 billion in sales in 2005.

MyRomanceStory.com is published by Arrow Publications, LLC, a 24-year old Potomac, MD corporation. MyRomanceStory.com features online graphic novellas in all romance fiction genres, lifestyle columns, book reviews, online shopping, various magazines, such as Dorchester Media’s True Love Confessions group, blog and newsletters. MyRomanceStory.com

CONTACT: Tom King, +1-301-740-9625, tking@arrowpub.com

Web site: http://myromancestory.com/
http://queridamia.com/ “

“Not long ago, the Hispanic market was considered marginal by many businesses, being perceived as a largely immigrant group with income, language, and educational limitations. Today, with the commoditization of the concept of acculturation and the emergence of bicultural TV networks, no one argues that Hispanics are an appealing market segment that goes beyond the classic preconceptions to encompass more affluent, hip, bilingual and bicultural consumers. While this shift from low value to high value is important, there is an emerging shift that promises to elevate the role of Hispanics even to a higher level: Hispanics are moving from being a market in itself to being a strategic tool for competitive advantage in the general market. Those who chose to leverage the influencing power of “The Latino” in the crowded general market will profit from the next in strategic marketing.”

“Yesterday, a client and I attended the 2nd annual immigration rally in Chicago- we were mainly attracted to it by the fact that there would be 150,000 Hispanics participating, and we believed marching along would be helpful in making some sense of the myriad of quantitative data we had recently garnered on Hispanics. The experience was incredibly educational in that it allowed us to confirm things we knew about the market albeit it wasn’t exactly a representative picture of the marketplace due to the nature of the rally and given that most of the participants were Hispanic Dominant and led to the generation of some hypotheses regarding the changing dynamic in the marketplace.”

“It depends on who you ask. There are two schools of thought on this:

1 Many primarily broadcasters like Univision and Telemundo contend that although research says Hispanics want educational programming- like documentaries, biographies, etc.- what they really watch are novelas, news and sports programming.

2 On the other hand, there are those who believe there is a Hispanic audience for educational programming, and that the reason Hispanics watch only news, novelas and sports is that this is the only type of programming offered to them, and that past attempts by broadcasters at delivering educational programming has been below par.”

“Leveraging the exponential growth and buying power of the Hispanic market, Adweek Magazines and Adweek’s Marketing y Medios will host the third annual VOZ LATINA conference, presented by CityReach Latino and held in conjunction with the Billboard Latin Music Conference & Awards, on Thursday, April 26th 2007 at the InterContinental Miami. In addition, Adweek’s Marketing y Medios will reveal the Best Hispanic Spots of the Year at Thursday’s luncheon.

The 3rd annual Hispanic Best Spots will honor the best television commercials of 2006 targeting U.S. Hispanic consumers. Over 200 spots were submitted this year, and for the first time, four executive creative directors from Hispanic ad agencies in New York were asked to choose the top commercials that ran last year in the Hispanic marketplace: Roberto Alcázar of EO Agency, Gustavo Asman of winglatino, Mauricio Galván of The Vidal Partnership and Antonio López of Conill New York lead the charge to pick what represented outstanding original content coupled with the best Hispanic insights in 2006.

“From online and multi-channel marketing to branded entertainment and celebrity endorsements, VOZ LATINA 2007 will provide effective and cutting-edge strategies to help grab the attention of the rapidly growing Hispanic market,” said Matt Pollock, Director of Multi-Brand Conferences for Nielsen Business Media. “VOZ LATINA 2007 is a must-attend event for those responsible for reaching this important group of consumers.”

The unique one-day conference will coincide with the Billboard Latin Music Conference & Awards. VOZ LATINA attendees will receive a complimentary pass to the awards and pre/post parties. Program highlights include:

– Maximizing Your Endorsements and Partnerships with Hispanic Celebrities

– Differentiating Hispanic Consumers from General Market: The Latino Filter

– Hispanic Consumers in the Multicultural Marketing Equation

– Mobile Meets Out-of-Home

– Agency Creative Panel

– Best Hispanic Spots of the Year Luncheon

– The Small Screen: The Platform of the Future

– Exclusive Research Update: How do Hispanics Consume Media

– Tapping into the Hispanic Market Online

– Winning with Hispanics at Retail

– Hispanic Youth Panel

– Bonus Programming””VOZ LATINA registrants are invited to attend these four star-studded Billboard events:

1. The Billboard Q&A””Billboard presents an exclusive Q&A with leading Latin music artist, Juanes.

2. The Billboard Bash””The official pre-awards show party with red carpet appearances, presentations and performances by 2007 Latin Billboard Music Award finalists.

3. The Billboard Latin Music Awards””This live awards show, produced and broadcast by Telemundo, honors the biggest and brightest stars in the industry.

4. The Official Billboard After-Party at Bongos””Miami’s hottest VIP party of the year with Billboard Latin Music Awards winners and guests.

Presented by CityReach Latino and co-sponsored by MSN Latino, Language Line Services, Yahoo! Telemundo, The Nielsen Company, Pump Audio, Univision Radio, Alloy Media + Marketing and Tu Ciudad, VOZ LATINA is the definitive Hispanic marketing conference””reaching the growing Hispanic population through powerful and significant entertainment, retail, mobile and online marketing strategies. VOZ LATINA 2007 featured speakers include:

– Sergio Alcocer, President / Chief Creative Officer, LatinWorks

– Nancy Ayala, Editor, Adweek’s Marketing y Medios

– Lucia Ballas-Traynor, Senior Vice President, General Manager, MTV Tr3s

– Adam Chandler, Director, U.S. Sales, Yahoo! Telemundo

– Greg Cunningham, Group Marketing Manager, Target

– Doug Darfield, Senior Vice President, Hispanic Services, Nielsen Media Research

– Danna Garcia, Actress and Spokesperson for Garnier and Maybelline

– Jennifer Grazel, Interactive Marketing Director Americas, GE Money

– Jacqueline Hernández-Fallous, Publisher, People en Español

– Anne Howard, Director of Online Services, La Agencia de Orcí­

– Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University, and Cheskin Co-Founder

– Jorge Loperena, Director Hispanic Marketing, Southwest Airlines Vacations

– Marcus Owenby, Director of Hispanic Marketing Operations, AT&T Mobility

Gonzalo Perez, Director, Multicultural Research and Consumer Insights, MTV Networks

– Tru Pettigrew, President, Alloy Access, the multicultural and urban division of Alloy Media + Marketing

– Stephanie Rinaldi, Vice President, Multi-Ethnic Marketing & Promotions, Maybelline New York-Garnier

– Thomas Schimoler, Creative Director, The Vidal Partnership

– Carlos Tornell, Creative Director, OLE

– Daniel Villarroel, Director, Multi-Ethnic Marketing for Maybelline New York-Garnier

For more information or to register, please visit www.marketingtohispanics.com. To register for press credentials, please contact Megan Levinson, The Rosen Group, 212.255.8455, ext 213 or Megan@rosengrouppr.com

About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.

Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.

With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. “

“Atlanta-based consultancy Grupo MAS (http://www.grupomas.biz/) will be the lead Platinum sponsor at the Flagship 13th Annual Ethnic & Multicultural Marketing Omnibus scheduled on Sep 27-29th at the Omni CNN Center Hotel, in Atlanta, GA. This annual conference brings together leading players from many different markets and categories who are successfully unlocking the over $1 trillion potential from African American, Asian American, Latino, Urban and other markets now the emerging majority segment. According to Alfredo Ortiz, Founder and President of Grupo MAS, “As the Hispanic population is the largest and fastest growing minority population in the U.S., companies cannot afford to simply translate advertising into Spanish and hope to be effective with Hispanic consumers. They must build a holistic strategy which addresses the needs of the Hispanic consumers and encompasses all areas of the business, just as they do for the general market.”

Featured speakers include: Dr. Felipe Korzenny, Co-Founder of Cheskin and Professor & Director of Florida State University Center for Hispanic Marketing Communication; Luis Fernando Samper from Colombian Coffee Federation; and Dr. Jeffrey Humphreys, Selig Center for Economic Growth will be among noted keynote speakers. On September 29th Reverend Al Sharpton and Professor Michael Eric Dyson will share a luncheon keynote address.

According to Dr. Humphreys, also from Athens, GA, “Hispanics actually surpassed blacks as the nation’s largest minority group five years ago, based on population counts. But, in terms of spending power, 2007 will mark the first year that Hispanics control more disposable personal income than any other U.S. minority group.”"

“Hispanic teens may be the single most important segment for future-oriented marketers to understand. Why? Because they provide rich insights into larger issues affecting the future of the American consumer identity, including the influence of ethnicity and culture. They also represent the future direction of the 43 million strong U.S. Hispanic consumer market. And with a current spending power of $20 billion and a projected growth rate six times higher than the rest of the teen market, Hispanic teens are a force in and of themselves.

To empower companies to better approach this segment, the innovation consulting firm Cheskin has today released Nuestro Futuro: Hispanic Teens in Their Own Words, an unprecedented video profile of U.S. Hispanic teen lifestyles, attitudes and behaviors. Produced from over 30 hours of in-depth at-home interviews with more than 30 Hispanic teens across the US, ages 13 to 19, the profile illuminates key issues in the words of teens themselves. Hearing and seeing them in their homes through the lenses of Snippies video journalists provides an emotive and realistic context for understanding.”

This statistic, fact or tidbit is part of our Did You Know section. section.

Please note some (many) sites require registration. Many times it is free.

“When Mexican treasury officials released the numbers on how much money passed through the US to Mexico in the form of remittance in 2004, companies began to pay attention to the cross-border opportunity. The $16.6 Billion figure was enough to draw people’s attention, second to Mexico’s oil income and accounting for 2% of Mexico’s GDP. But what was even more astounding was the 33% increase compared with the previous year. The question several companies have asked us is obvious: how can we get a piece of that income? The leading companies in financial services have quickly understood that money transfers will become commoditized as price competition increases, and as senders learn that they can simply send an ATM card to receivers in Mexico. Some banks, led by Bank of America, have tried to entice customers by offering free remittance if they open a checking or savings account with the rational that they will be able to cross-sell higher margin products later. Still, for the most part, financial service firms are finding it difficult to cross-sell. In fact, wire transfers make up 70% of the mechanism for sending money. Other financial service companies, such as HSBC, are starting pilots with Mexican mortgage providers to offer peso denominated mortgages for homes in Mexico. Looking at the numbers alone, companies tend to assume that there must be a large opportunity if they move fast. But when pilots take along time to show results, or when revenue expectations are not met, companies are stifled about how to address the cross border opportunity. The question changes into a more interesting one: What is the next generation of offerings for cross-border offerings that offer a significant opportunity for companies?…”

Please note some (many) sites require registration. Many times it is free.

“A careful look at how companies are spending to target Hispanics through Spanish language media (SLM) reveals some pretty interesting things.

First, many of the biggest advertisers are completely ignoring the Spanish dominant Hispanic markets altogether. (For more detail on the characteristics of the Hispanic market, and discussion on English versus Spanish language media [“SLM”] strategies, see the Cheskin-published blogs of Steven Palacios or Felipe Korzenny, for example, or Nielsen Media, HispanicBusiness.com, Advertising Age, or gee, just Google it.) You’d think that with the sheer volume of information out there, savvy marketers would be able to convince decision-making-execs of the importance of this buy….”

Please note some (many) sites require registration. Many times it is free.

Hispanic marketing continues to grow explosively, with new segments and microsegments emerging as the market increasingly becomes more sophisticated and mature. What’s the next big opportunity in the U.S. Hispanic market? Business to business offerings to Hispanic small and medium-sized businesses.

article in English / artí­culo en Ingles o en Español usando Google o Altavista/Babel Fish

from hispanictips.com :: hispanic news & commentary

article in English / artí­culo en Ingles o en Español usando Google o Altavista/Babel Fish

from hispanictips.com :: hispanic news & commentary

There is great demand and little supply of Hispanic marketing professionals. Not that the marketer needs to be Hispanic but that they need to understand the nuances of marketing to Hispanics in the US.

At Florida State University we will soon launch, officially, the Center for Hispanic Marketing Communication http://hmc.comm.fsu.edu .

article in English / artí­culo en Ingles o en Español usando Google o Altavista/Babel Fish

from hispanictips.com
hispanic news & commentary

tip to Juan

From my earlier posts we saw that Hispanics are a growing ”” and largely untapped ”” market for health care. You want in. To reach them, you will have to understand the influence their culture has on their behavior and preferences. Entering the Hispanic health care market is straightforward. You can do it in five steps:

article in English / artí­culo en Ingles o en Español usando Google o Altavista/Babel Fish

from hispanictips.com
hispanic news & commentary